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This content is taken from the Darden School of Business, University of Virginia's online course, Digital Product Management. Join the course to learn more.

Skip to 0 minutes and 5 secondsDo you want to build a terrific product? One that users really love? One that's built on a durable but flexible technology infrastructure? One that makes your company a lot of money? Well you are in the right place, because that's exactly what we're going to do. Here in the product management course. You're going to learn how to go out like a designer and find out what actually matters to your customers. And then, rather than just building stuff and hoping for the best, you're going to learn how to test your value propositions, so that you make sure they're really sellable. And your software team is going to love you because you're going to help them create less software, that's more valuable.

Skip to 0 minutes and 41 secondsAnd also you're going to come and you're going to bring them inputs that are vivid, that are actionable for development and that are testable, so as you iterate towards what's really desirable for the customer. You get better and better at doing that together. Most importantly, you're going to learn how to create the right kind of focus. And that's so important because your customer has a million different alternatives screaming for their attention and it's the focused products that really rise above that noise floor and do well in the marketplace. Now, how do we do that? Well, in week one, we're going to create a view of what are the components of modern product management?

Skip to 1 minute and 21 secondsHow do you create focus around those and how do you translate that focus into all the different disciplines that you need to collaborate with to make the product successful. The way that we build really great products has changed quite a lot, even in just the last few years. In week two, you're going to learn seven key methods that today's product managers are using to really build better products and innovate in an efficient but systematic and repeatable way. In week three, you're going to learn about new products, creating and introducing a new product or a large new feature is really different than scaling an existing product, so learn some reliable efficient and stepwise techniques to take and test new ideas.

Skip to 2 minutes and 3 secondsSo that even if a new product idea has a one in ten chance of succeeding, you're able to iterate a whole bunch of times, and you're able to make the improbable, probable. Then, we're going to move onto how to apply these methods to existing products to make them better and better, more desirable, extend their life, and expand their relevance to your marketplace. And so, I hope you consider joining me. Before I came to I was an entrepreneur. And I started with some software companies and I was an entrepreneur, I started a new business inside a corporation. I think there's an easy way and a hard way to learn how to do this stuff.

Skip to 2 minutes and 37 secondsI think this course is definitely going to make it easier for you. We're also going to be joined by product managers from some of Silicon Valley's most successful companies and they're going to tell you about how some of these things work in their roles and how they've applied them so you can do that too. I hope you'll join me for product management course.

Tomorrow's product manager

This course is taught by Alex Cowan. Alex studied Industrial Engineering and Economics at Stanford University. He specializes in teaching courses in the area of design and digital innovation: Software Design, Software Development, and Applied Innovation (in Silicon Valley). His Venture Design framework is widely used by practitioners and instructors as a systematic approach to developing new products and businesses.

Alex divides his time between instructing, advising and consulting. He’s delivered workshops to student and professional audiences at venues like General Assembly, The Lean Startup Circle, Startup Weekend, SVPMA, Swissnex, UCSC, École Polytechnique Fédérale de Lausanne, the UVA iLab and Stanford’s d.school. Alex currently serves on four corporate boards and as an adviser to multiple startups and ‘intrapreneurial’ ventures.

Prior to his time at Darden, Alex has been an entrepreneur (5x) and an intrapreneur (1x). A recent venture is Leonid Systems, an enterprise software vendor in the cloud communications space.

In this video, Alex introduces the concept of Digital Product Management and outlines the steps you will follow through this course. As you watch the video, start gathering your own product ideas and think about how you can improve them as you learn new processes of product management.

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This video is from the free online course:

Digital Product Management

Darden School of Business, University of Virginia